what advert techniques are being used?
The techniques being used in this advertisement are common conventions found in most advertisements. As it is a car ad they have used a dramatic scene to persuade viewers in to promote their product. The moment the as starts there is dramatic music playing luing people in to watch. They have used babies as their main tool for the advert, this is a great technique for this ad and moreover for this particular car. From watching this ad we know this is a family car that is suited to fit the needs of all members, however when driving a babies safety is one of the main priorities, this could be why they have shown the baby as the main protagonist also in the ad the baby is seen as care free and enjoying himself, however he does have his seatbelt on, showing viewers features’ of the product. The happy music along with the “cute” scenes of the baby driving the car which is quite unusual, woos viewers and gives them a “happy” feeling as the ad is quite joyful. The technique of “awing” the viewers had always been successful as it brings out their sensitive side.
How is gender represented in the advert?
The main protagonist is the male baby, he is the one who drives the car, this could be representing that the car is for male drivers as it is a family car he could be sitting in the “dad” seat. the advert has tried to fulfil the baby’s roll that of which a typical dad does including when he drives by he waves at his friend who is also a baby a gesture that is typical of dad’s to do. Also he is represented as the more dominant being in front of females as he is the driver or the one in “control” of the car and he picks up a baby girl hitchhiker portraying that the women are always second and are incapable of having their own or care or taking care of themselves. The female is presented as the male’s accomplice sitting on the passengers side who has no significant power. Also when the baby boy takes the girl to the beach to show of his surfing skills the baby girl is sat in the car watching as the male performs and shows of his practical skills, whilst the girl cheers him on another representation of the male being dominant whilst the female fits her role of sitting back and watching.
What is offered about the Hyundai brand and the experience it offers?
The advert presents the experience of this particular car as enjoyable, the blue sky, sunshine and beach views give the sense of freedom and openness which is a joy that may come with the purchase of this car. The Hyundai brand has expressed itself through this advertisement as a family brand who values the customs and lifestyle of a family and provides for their needs. It also suggests that the happiness is determined by this material object as the car is what makes the baby happy. At the end of the advertisement when the voiceover quotes “ the next generation of Hyundai Santa Fe is here” this could suggest this car has been designed for parents with young children as they are the “next generation”.
Who is the target audience and how does the advert attempt to persuade its audience to buy this product?
The target audience for this advertisement would be parents of young children or large families potentially over the age of 18 as that is the age when you can receive your licence to drive legally however this particular car is probably for more experienced drivers such 25+. The socio economic group would be C1/C2. The way in which the advertisement attempts to persuade its audience is firstly they show all different angels of the car throughout the advertisement so that the viewers can visualise the car as something they may desire, also showing the interior paying special attention to the radio and clutch section. The joyful music, happy expressions and various shots of the car are all intended to persuade the target audience into buying that product.
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